How people conceptualize companion animals is extremely important as it significantly influences human behavior and the well-being of humans as well as animals. For an increasing number of people, pets (especially dogs) are playing a central role in their lives. This pivotal role is evidenced by the increased expenditures on dog-related products in recent years. For instance, in the U.S. approximately $69.5 billions of dollars were spent on food products for pets, pet-related products and services in 2017. In Europe, the pet food industry and related supply and services represented a combined annual turnover of approximately €35 billion in 2016.
Based on these figures, you can imagine that there is considerable interest in understanding the dog-human relationship from a consumer-research point of view. In this post, I will discuss an interesting study that explains the multiple essential dimensions that characterize the relationship between dogs and their owners. I will also highlight how these dimensions correlate with certain shopping patterns. Understanding the nature of the dog-human relationship is important because how people shop for their dogs is closely related to the quality of their relationships with their dogs.
The study describes seven essential dimensions that characterize the relationship between dogs and their owners. See if you can identify with some of them.
1. Symbiotic Relationship
This dimension describes a mutually beneficial bond between the dog owner and the dog. In this relationship, the human is happier, less stressed, less lonely, safer, and calmer, while the dog is treated like a child/person who is fed, cared for, and psychologically nurtured.
2. Dog-Oriented Self Concept
In this dimension, the dog is both an extension of self (the owner) and the human’s best friend. This category describes the dog owner that spends less time with other people due to her/his relationship with her/his dog but seems to have a better relationship with other “dog people” and with those willing to accept the dog as a part of the owner.
3. Anthropomorphism
In this category, the dog is seen as more of a person and less of an animal. The dog is perceived as a child surrogate or as part of the family, who can be communicated with much like another human.
4. Activity/Youth
This category refers to those relationships in which the dog-owner is more physically active due to dog ownership. For instance, dog owners create opportunities to engage in physical activities with their dogs, such as taking them to dog parks, walking trails, or vacation sites.
5. Boundaries
This category describes the lack of limits imposed on the dog by her/his owners.
6. Specialty Purchases
This dimension describes the extent to which people are willing to make aspecial effort to obtain products for their dogs. Shopping behaviors include buying on impulse, brand loyalty, and shopping without acknowledging the cost.
7. Willingness to Adapt
This category refers to people’s readiness to change their patterns of living and consuming to accommodate their dogs. Choice of living space, home, or outdoor set-up and choice of vehicles are altered due to the presence of the dog.
The study found that dog companionship is a complex and multi-faceted phenomenon in which different dog owners may have varying levels of the seven dimensions. Did you identify more with some categories than others? A dog owner can score low on one dimension while scoring high on another. The preference for one dimension over the other depends on various personal characteristics.
Which one are you? Tell us in the comments below!
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